Some of you have probably been coveting Google Shopping Express, the service which delivers groceries and other items from local retailers directly to your door on the same day, ever since it launched. But with an extremely limited rollout in only certain areas of San Francisco, Los Angeles, and New York City, it's not exactly widespread. A report in ReCode says that Google plans to spend a huge sum of money, as much as $500 million, to give the shopping service a true nationwide rollout, covering major urban areas from coast to coast.

shopping express

Depending on where and when a more sizeable Google Shopping Express service rolled out, it could directly challenge Amazon Prime Fresh, Amazon's same-day delivery service, which is currently only available in some California cities. Unlike Amazon's service which leverages the company's enormous distribution network, Google Shopping Express sends couriers to local retail partners like Target and Staples, then combines the shopping and delivers it to the customer. Currently the service uses a $5 per-store fee, but ReCode seems to think that a flat annual service fee (very much like Amazon's Prime and Prime Fresh options) will be the choice for the nationwide system. A Google representative wouldn't discuss specifics, but said that the company would "sustain [our] investment over time as this gets going."

So why does Google, a company with no sizeable physical distribution system, care about same-day doorstep delivery? According to the report, it's all about the search. Super-fast delivery would heavily increase the impulse buy factor, and allowing Google's search and advertising customers to tie into the system would be a boon for the lucrative product or "shopping" search engine. ReCode also cites anonymous sources that say at least some retailers want to integrate the Shopping Express system into their own online check-out processes.

One thing's for sure: a handful of American cities for Google, Amazon, and their various direct shopping competitors leaves a lot of room to grow. Whoever expands their system the fastest will have an incredible advantage in the growing market.

Source: ReCode

Michael Crider
Michael is a native Texan and a former graphic designer. He's been covering technology in general and Android in particular since 2011. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

  • Munchy

    Now I can be even MORE lazy

  • Fatal1ty_93_RUS

    Today - a few cities

    Tomorrow - the whole country

    And the day after - THE WHOLE WORLD!


  • Matthew Jacobson

    I'm confused... wasn't Amazon Prime Fresh all about groceries? Wasn't there another name for their same-day delivery?

    • PhilNelwyn

      It's name's actually "Same-Day Delivery."

  • jamaall


  • Nir Galon

    I think it's also have something to do with the self driving cars, now it's Google's workers, but maybe in couple of years it would be just Google self driving car that will stop at your door.

  • black

    Who's product are they selling/delivering?

  • Rupert_Pupkin

    I would like to order a case of cold Bud long necks and half a dozen rubbers to be delivered pronto!

  • AbbyZFresh

    Yet Google can't even expand Fiber like this?

    • Matthew Fry

      Yeah, because hiring some guy to shop all day is the same amount of work as laying millions of miles of fiber lines underground. Google is taking over already built fiber networks and it still takes forever. Besides... Google Fiber might not be the greatest deal ever. If I recall correctly, they'll hand it off to whomever after 7 years. Since Comcast et all have the biggest pockets, it will probably just go to them and you'll be paying $75/mo for 12mbps Internet access again.

  • Matthew Fry

    I would pay so many money dollars to not have to get up off my ass and go to the store.